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Only your customers can decide that. Not you.
So, what have they decided about you? Do you know?
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Companies fail to stand out as unique because they have trouble communicating their reasons for being: to their employees, investors, partners, customers, and suppliers.
In fact, most corporate problems -- in manufacturing, sales, customer service, engineering, legal, and investor relations -- can be traced, ultimately, to failures in communicating effectively.
Companies that have this problem either don't know it or won't admit it!
In today's competitive, technology-oriented world, it's almost impossible to tell one vendor from another. Look at the typical vendor's Website; what do you see? A list of product attributes. Waste of words. This doesn't help potential customers make purchase decisions and, consequently, keeps that vendor indistinct and mired in the white noise.
I am Marc Rudov, your WhiteNoise Doctor™, a skilled communicator, an internationally known thought-leader whom
my customers and peers consider unique. Being recognized and
characterized by one's peers and customers as unique is extremely rare.
Using my business and media backgrounds, I can help you and your company break through the white noise, to stand out from the crowd. I created GutShare™ , that portion of space in the customer's gut that one's product or service occupies, because mindshare doesn't truly explain why people purchase products and services.
Click on this marquee to read my latest articles
These are your company's key communications platforms:
- Keynotes
- Business plans
- PPMs
- Investor presentations
- Sales presentations
- Websites
- TV appearances
Do these platforms effectively articulate your company's value proposition? Do your target audiences get it -- how do you know?
Two indicators of messaging effectiveness are length/close-rate of sales cycle and length/close-rate of capital-raising cycle.
If you ever say, "Those customers are idiots; they just don't get it," you are the problem -- your message is the problem.
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Do people ever ask, Tell me again what your company does?
Do journalists consistently mischaracterize your company?
Does every employee describe your company differently?
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If the answer to any of these questions is yes, your competitors will eat you alive. I'll bet your best customer could not stand in a crowded room or elevator to explain -- compellingly and succinctly -- what your company does.
Why? Because you can't explain -- compellingly and succinctly -- what your company does. This communication deficiency attenuates your success. It negatively affects product development inside your HQ and its acceptance outside your HQ. Poor messaging repels potential customers, partners, and investors.
Why did people camp out to get the first iPhone, a ridiculously expensive and inadequate product? Because Apple knows how to get people emotionally jazzed up. Apple can communicate.
Look at your company's Website and brochures. Listen to its sales pitches. Are they laden with vendor-speak or replete with customer-speak? Are they full of technology and product jargon, or well-articulated customer problems and associated solutions?
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Stop thinking that customers care about your products. They don't. Customers care only about themselves and their problems.
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Communicate so that customers react to, remember, and repeat your value proposition, so that investors fatten your balance sheet. Get them to get it!
Most companies cannot do this effectively.
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Engage me on a daily, weekly, or monthly basis. I can help you get your company's value proposition reacted to, remembered, and repeated. As a radio & TV personality, with exec-level experience in technology, I have the unique blend of skills to help you communicate effectively to your customers, investors, and partners.
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Listen to Steve Bengston of PriceWaterhouseCoopers interview me about
why companies can't communicate with customers & investors:
CLICK to LISTEN
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Copyright © 2003-2008 by Marc H. Rudov
All rights reserved.
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